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Analysis the Marketing Strategy of China’s Fitness Club during the Period of Experience Economy

Author: CuiXuePing
Tutor: WangLi
School: Beijing Sport University
Course: Humane and Sociological Science of Sports
Keywords: Health club Experience Economy Experiential Marketing Marketing Strategy Experience Design
CLC: F719
Type: Master's thesis
Year: 2008
Downloads: 492
Quote: 3
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Abstract


Chinese sports system reform the Sports to social, industrialization of the road, the sports industry has become a new economic growth point in the national economy. The rapid development of China's health club, shows broad market prospects become an important part of the sports industry. International health club chain also have Check, brought fierce competition in the market at the same time it also brings advanced the club management concepts and marketing model. The face of the experience of this new era of economic background, our health club should be how to deal with, find a new economic matter, an invincible position in the market competition. This paper uses the literature data, site visits, interviews, logic analysis, based on the reading of marketing, psychology, sports management, sports economics books Fitness Experience Economy Era club marketing strategy Exploration. The main factors that promote and hinder the development of our fitness club market to understand the development of the health club. Understanding of the experience economy, the health club being in the background of the experience economy era under discussion. The experience is the core. Interpretation of experience, the concept of experience, features a comprehensive understanding and analysis experience feasibility of the economic intervention Sports Fitness Club, find the theoretical basis for (carnival theoretical) and the two pairs of contacts (in accordance with human needs theory and sports fitness consumer trends ; conducive to the sports products particularity play; sports health club marketing costs; improve the economic value, and avoid vicious price competition). Solve the basic problem, experiential marketing, experience the difference between marketing and traditional marketing. People is an important factor in the experience marketing consumer purchase decision-making process, not only by consumer experience, but also concerned about the coaches this experience highly exposed groups with consumers. Understand the experience of the type of marketing strategy, how to implement the marketing strategy of our health club experience: tangible demonstration of strategy, experience design (theme experience design, participate in experience design, self-experience design), the establishment of a system of comprehensive customer experience and brand strategy, and in the body times the force health club marketing case analysis. Finally, the article summarizes the recommendations: Experience marketing fitness club; experiential marketing use Scope; experience marketing the internal experiential marketing to focus on fitness club coaches; experiential marketing should pay attention to the content; experience marketing to reboot, light marketing; experiential marketing attention should be paid to the mining of customer resources.

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